According to de Chernatony and Riley (1992;1998), in the context of ‘Brand and marketing’ learning concepts, a brand relies on:

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To tackle this question, we will evaluate what each option implies about where a brand’s basis comes from in de Chernatony and Riley’s framework.
Option a: 'The firm’s input' suggests that only the company’s perspective, assets, and intentions drive the brand. This view neglects the customer's role in shaping brand meaning, associations, and perceived value, which are central to branding theory. It overlooks how customer experiences and interpretations contribute to brand equity.
Option b: 'The firm’s and the customer’s input' asserts a co-constructive view, acknowledging that branding is influenced by both the company's intended messages and the customers’ perceptions, experiences, and interpretations. This aligns with the idea that brands emerge from a dialog between firm actions and consumer responses, leading to a shared meaning.
Option c: 'The customers' focuses exclusively on consumer input, implying that firms have no influence over brand creation beyond accommodating customer signals. While customer perception is crucial, this option downplays the role of the firm’s strategy, positioning, and communications in guiding brand development, which is inconsistent with most branding theories that emphasize both sides.
Overall, the balanced option (b) integrates both the firm’s and the customer’s inputs, reflecting the co-constructed nature of brand meaning emphasized by de Chernatony and Riley. The other choices miss essential elements: either ignoring the firm’s strategic role or ignoring the firm’s influence altogether, leading to an incomplete or inaccurate view of how brands are formed.

252_2HO003_Marketing

According to de Chernatony and Riley (1992;1998), in the context of ‘Brand and marketing’ learning concepts, a brand relies on:

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